PURCHASE INTENTION DALAM LIVE STREAM BERDASARKAN STIMULUS ORGANISM RESPONSE (SOR) FRAMEWORK PADA TIKTOK LIVE SHOP

Andrian Wijaya, - (2023) PURCHASE INTENTION DALAM LIVE STREAM BERDASARKAN STIMULUS ORGANISM RESPONSE (SOR) FRAMEWORK PADA TIKTOK LIVE SHOP. S1 thesis, Universitas Pendidikan Indonesia.

Baca Full Text klik disini
[img] Text
S_BD_TSK_1903664_Title.pdf
Download (1MB)
[img] Text
S_BD_TSK_1903664_Chapter1.pdf
Download (311kB)
[img] Text
S_BD_TSK_1903664_Chapter2.pdf
Restricted to Staf Perpustakaan
Download (217kB)
[img] Text
S_BD_TSK_1903664_Chapter3.pdf
Download (318kB)
[img] Text
S_BD_TSK_1903664_Chapter4.pdf
Restricted to Staf Perpustakaan
Download (414kB)
[img] Text
S_BD_TSK_1903664_Chapter5.pdf
Download (59kB)
[img] Text
S_BD_TSK_1903664_Appendix.pdf
Restricted to Staf Perpustakaan
Download (922kB)
Official URL: http://repository.upi.edu

Abstract

Penelitian ini menguji bagaimana elemen rangsangan live streaming memengaruhi sikap konsumen terhadap influencer dan produk pada live streaming. Penelitian ini menemukan bahwa informativeness memiliki kontribusi terbesar dalam membentuk sikap konsumen terhadap influencer di TikTok Live Shop. Namun, wishful identification tidak memiliki pengaruh signifikan terhadap sikap konsumen terhadap produk yang di-endorse. Kurangnya pengaruh dari setiap stimulus lingkungan menyebabkan ketiadaan pembentukan sikap konsumen terhadap influencer yang dapat memengaruhi purchase intention. Dalam penelitian ini, digunakan Structural Equation Modelling – Partial Least Square (SEM-PLS) sebagai metode untuk menghitung pengaruh dari hubungan antara variabel yang dianalisis berdasarkan hasil pengumpulan data dari responden. Penelitian ini menggunakan metode kuantitatif dan teknik purposive sampling. Hasil penelitian ini menunjukkan bahwa wishful identification tidak cocok sebagai stimulus untuk membentuk sikap konsumen terhadap produk yang dipromosikan di TikTok Live Shop, selain itu tidak ada pengaruhnya sikap konsumen terhadap influencer dan produk untuk memediasi stimulus yang diteliti terhadap purchase intention. Akan tetapi stimulus informativeness sangatlah memiliki peran yang besar dalam memengaruhi sikap konsumen terhadap influencer dan produk dikarenakan pada saat tayangan live streaming penonton bisa dengan langsung kondisi produk yang ditawarkan oleh streamer tersebut, semakin detail informasi yang disampaikan oleh streamer maka semakin meningkatnya sikap positif konsumen terhadap influencer dan produk tersebut. Menarik untuk diteliti juga objek penelitian yang berbeda seperti penonton pada live stream YouTube, live stream Twitch, dan platform live stream lainnya. This study examines how live streaming stimulus elements affect consumer attitudes towards influencers and products on live streaming. This study found that informativeness has the greatest contribution in shaping consumer attitudes towards influencers on TikTok Live Shop. However, wishful identification does not have a significant influence on consumer attitudes towards endorsed products. The lack of influence from each environmental stimulus results in the absence of consumer attitude formation towards influencers that can affect purchase intention. In this study, Structural Equation Modeling - Partial Least Square (SEM-PLS) was used as a method to calculate the influence of the relationship between the variables analyzed based on the results of data collection from respondents. This study uses quantitative methods and purposive sampling techniques. The results of this study show that wishful identification is not suitable as a stimulus for shaping consumer attitudes towards products promoted on TikTok Live Shop, in addition there is no influence of consumer attitudes towards influencers and products to mediate the stimuli studied towards purchase intention. However, the informativeness stimulus has a very large role in influencing consumer attitudes towards influencers and products because during live streaming, viewers can directly see the condition of the products offered by the streamer, the more detailed the information conveyed by the streamer, the more positive consumer attitudes towards influencers and products. It is interesting to also research different research objects such as viewers on YouTube live streams, Twitch live streams, and other live streaming platforms.

Item Type: Thesis (S1)
Additional Information: email: andrianwijaya@upi.edu Link Google Scholar: https://scholar.google.com/citations?user=o74-Op4AAAAJ&hl=id&authuser=5 ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya : 6681170 Rangga Gelar Guntara : 6738149
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Andrian Wijaya
Date Deposited: 13 Jul 2023 08:17
Last Modified: 13 Jul 2023 08:17
URI: http://repository.upi.edu/id/eprint/92658

Actions (login required)

View Item View Item